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Introduction: Ramadan – A Moment for FMCG Brands to Create Deeper Connections

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Ramadan is a season of togetherness, reflection, and celebration. For FMCG brands, it’s more than just a festive selling period — it’s an opportunity to build memorable connections with consumers through creative tech. As families prepare for Iftar gatherings and Eid celebrations, brands can enhance the shopper journey and push beyond traditional advertising by offering interactive, digital-first experiences.

At AliveNow, we’ve partnered with some of the world’s biggest FMCG brands — from Oreo to Cadbury, Coca-Cola, Kraft, and Nestlé — to create immersive, human-centered tech activations. Below, we explore six innovative campaign mechanics that FMCG marketers can adapt for Ramadan and Eid, along with real-world examples.

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1. Hyper-Casual Ramadan Games for On-Ground & Digital Engagement

Gamification drives repeat participation, recall, and shareability. For Oreo, AliveNow created an in-store puzzle game where players raced against the clock to solve Oreo-inspired challenges and win instant prizes.

Ramadan Application for FMCG Brands:

• Launch hyper-casual mini-games around Iftar themes (e.g., collect dates, match Ramadan desserts, or navigate a lantern maze).
• Reward top scorers with instant coupons, product discounts, or Ramadan hampers.
• Deploy them on microsites, in-store touchpoints, or social promotions.

💡 Ideal for snack, beverage, and dairy brands targeting quick consumer interactions with festive rewards.

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2. Immersive VR In-Store Experiences

AliveNow created a VR supermarket chase for Kraft, where shoppers collected branded products within a virtual world. This exclusive Meta Quest 3 activation offered immersive fun and reinforced recall in a retail setting.

Ramadan Application for FMCG Brands:

• Imagine stepping into a virtual Ramadan Bazaar, where shoppers collect your brand’s products for their Iftar table.
• VR experiences can be installed in malls, supermarkets, and brand-owned pop-ups.
• Encourage participation by linking gameplay to exclusive Eid gift packs or buy-more-save-more promos.

💡 This tactic works best for dairy, beverage, and snack FMCG brands aiming to create spectacular, high-traffic activations.

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3. Gen AI + WebAR for Personalized Gifting

Festivals are about heartfelt gifting. AliveNow partnered with Cadbury to build an AI-powered greeting generator accessed via WebAR. By scanning a Cadbury box, users could create a personalized AR message for their loved ones.

Ramadan Application for FMCG Brands:

• FMCG brands can enable AI-powered Eid Mubarak greetings linked to festive product packs.
• Imagine personalized messages revealed inside AR lanterns or sweet recipes brought to life with AI-powered storytelling.
• Perfect for both gifting occasions and bringing an emotional connection to everyday FMCG products.

💡 A strong fit for confectionery, chocolate, beverage, and packaged food brands linking their product with family celebrations.

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4. Explore Iftar Recipes by Bringing Families Together

AliveNow created a digital hub where fans could submit Oreo-inspired recipes, share photos, download posters, and explore chef-curated creations. It turned everyday snacks into Ramadan and Iftar specials.

Ramadan Application for FMCG Brands:

• Build a microsite hub where consumers can share their Iftar recipes using your brand.
• Include downloadable Eid menus, shopping lists, or custom recipe posters.
• Amplify with social media challenges to encourage user-generated content.

💡 FMCG food brands can inspire new Ramadan cooking rituals, linking products directly to festive family gatherings.

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5. Gamified Experience Platforms Linked with Brand Packs

AliveNow designed a pack-linked experience for Nestlé Munch. Fans scanned their packs to unlock AR player selfies, 360° environments, games, and leaderboards.

Ramadan Application for FMCG Brands:

• FMCG brands can integrate Ramadan-special packaging that unlocks an Eid-themed digital hub.
• Include weekly challenges, leaderboards, and prizes (exclusive Eid gifts, shopping vouchers, or hampers).
• Bonus unlocks: 3D AR photo ops with celebrities or influencers.

💡 Great for youth-focused FMCG brands who want to elevate Ramadan pack launches and tie everyday consumption with digital rewards.

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6. Festive AR Filters for Influencer Campaigns

Social filters drive virality. For Coca-Cola, AliveNow built an AR filter where a Coke bottle opened to reveal festive messages, amplified by thousands of influencers. Leverage AR on TikTok and Snapchat.

Ramadan Application for FMCG Brands:

• Bring alive a Ramadan Crescent Moon that reveals Eid wishes when shared.
• Encourage influencers and consumers to record festive greetings with your product integrated.
• Leverage the shareability of AR filters to achieve millions of organic impressions.

💡 An efficient, budget-friendly tactic for top-of-funnel awareness and influencer-led Ramadan campaigns.

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Conclusion: Creating Tech-Driven FMCG Memories This Ramadan & Eid

Ramadan and Eid are moments of deep emotional value for families. FMCG brands can move beyond traditional advertising by giving consumers playful, immersive, and personalized tech-first experiences — whether through VR activations, gamified microsites, recipe sharing platforms, AR filters, or AI-driven content.

At AliveNow, we specialize in reimagining festive marketing with creative tech tailored for FMCG brands. If you’re planning your Ramadan or Eid marketing campaigns and want to deploy innovative mechanics that combine technology, storytelling, and brand love, our team is ready to collaborate.

✨ Let’s create Ramadan experiences that engage, delight, and inspire lasting consumer memories.

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